This story appears in the June 2025 issue of Utah Business. Subscribe.
At ICONIQ Growth, we partner with global visionaries and industry pioneers who are actively reshaping their fields to build a transformative future. Salt Lake City-based DX is a prime example.
While small, nimble teams can launch disruptive products quickly, scaling to hundreds or even thousands of developers introduces challenges that often slow momentum and hinder breakthroughs. To truly unlock developer potential at scale, leaders need more than intuition — they need visibility into how work moves through their organization. As AI redefines the pace and possibilities of software development, we believe intelligent, actionable guidance into engineering performance has never been more necessary.
Founded by Abi Noda and Greyson Junggren and built in collaboration with some of the world’s foremost researchers in engineering like Nicole Forsgren, Margaret-Anne Storey and Thomas Zimmermann, DX helps engineering organizations unlock peak productivity. Grounded in research and designed for real-world complexity, DX provides the metrics, benchmarks and insights that software engineering leaders need to drive operational excellence. They’ve already earned the trust of companies like Pinterest, Pfizer, eBay, Uber, BNY Mellon and Dropbox — where CEO Drew Houston has shared DX’s impact firsthand.
The DX Core 4 and Developer Experience Index (DXI) measurement frameworks have the potential to become the standard for how modern engineering organizations understand performance. These tools offer something the market has long needed: research-backed, easy-to-operate frameworks that help teams move beyond vanity metrics to track what really matters. This commitment to practical innovation is exactly why we’re drawn to founders like Abi and Greyson.
We look to partner with entrepreneurs who aren’t just building products but are setting new standards and redefining how their industries operate. Abi and Greyson embody the level of exceptional ambition and perspective we look for in a partnership. Long before raising outside capital, they chose to build DX with care, independence and conviction. Through dozens of conversations with engineering leaders (including many ICONIQ Growth portfolio companies), we consistently heard the same thing: DX is a game-changer.
ICONIQ strives for a long-term partnership approach, spending years building relationships with founders before initial investments. Our partnership with DX grew from years of flights and consistent collaboration, reflecting our belief that with the right people, the right platform and the right partners, it’s possible to create lasting impact. We are proud to support DX as they help shape the future of software development.
